Height Of Competition

While I’m not as fanatical as some, I admit I’m a fan of “Harry Potter” movies. It seems I can always find some way to relate a situation from one of Harry’s adventures to a contemporary circumstance.

What does “Harry Potter” have to do with life in the Heights? Not much, really . . . except I’m reminded of the four houses that the students at Hogwarts are assigned to upon their arrival. Take the Gryffindor and Slytherin houses, for example. Members were easily identified by the maroon and gold, or green and white, neck scarves they wore.

Who’s going to fill the empty space? 

More than predictable lyrics to a sappy pop ballad, these words may be close to a truthful pleading from many inner-ring suburbs across the country.

They’re likely asking: Who’s going to fill the vacant commercial spaces in our city?

With an estimated 89 vacant retail properties in the city of Cleveland Heights, according to the Commercial District Inventory of Cleveland Heights study published in 2013 by FutureHeights, the question is a legitimate one—and one that can be addressed with competitive strategy.

Cross-promotion is probably one of the most cost-effective and accessible marketing tools. When done right, it can yield lasting benefits. 

Luckily, it seems that the Heights offers a nearly unending buffet of opportunities for businesses, organizations, brands and events, so all can eat well from the cross-promotion table.

What is cross-promotion and how does it work?

The widely accepted definition of cross-promotion is “the cooperative marketing by two or more companies or institutions of one another's products.” For the Heights, I’d take that definition a little further and say that cross-promotion is “the use of existing events to earn more from what’s already here.”

Our city boasts ethnic diversity, eclectic neighborhoods, cosmopolitan commercial strips and traditional residential charm reflected in a diverse housing stock. Plus, we have a fabulous recreation center, Cain Park, Dobama Theatre, dedicated teachers, a beloved library and houses of worship, and more.

Despite the city’s gems, we’re confronted with vital questions around maintaining the quality of life for all residents (multi-generational and new arrivals), delivering city services when budgets are tight, and sustaining property occupancy. Of course, these are factors facing cities across the nation. But how does Cleveland Heights respond?

Fortunately, this is not a “build it and they will come” proposition. Cleveland Heights already has a wealth of assets that other places are struggling to build; once we recognize and appreciate what we have, we can protect and sustain it.